Guardrails
The limits placed on what an AI may say or do — refusing certain requests, staying on topic, never inventing a price. Essential on anything customer-facing.
Related terms
Content Freshness
How recently a page was published or genuinely updated. It matters most for things that change — prices, availability, guidance — and matters little for things that do not.
AI Share of Voice
How often your business is named when assistants are asked about your category, compared with competitors. There is no official figure, so it is measured by asking the same questions repeatedly and counting.
llms.txt
An emerging convention: a plain-text file at your site root that gives AI systems a clean map of what is on it. It saves an assistant from crawling around to work out what your site contains.
Unsupervised Learning
Training a model on unlabelled data and letting it find structure by itself — grouping similar customers, say, without being told what the groups are.
Tool Use
An AI reaching outside itself to do something it cannot do alone: run a search, do arithmetic reliably, read a live page. Nearly every useful assistant depends on it.
AI Readiness
Whether a website can be reached, understood and quoted by AI assistants. It covers crawler access, structured data, clear headings, published contact details and speed — the unglamorous things that decide whether a model will name you.